Digital Strategy & Innovation, Gaining Clarity - DNA09

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Anthony Johnston, Director G2 Australia presents a practical discussion on what a brand needs to consider to benefit from the digital space, relevant to running a business in the current climate.

When a brand enters this arena, in all its myriad options, audiences and devices, it does so in an environment that is at best exceptionally beneficial and rewarding, at worst damaging to a brand if careful consideration isnt given to getting it right.

Digital is not about the latest technology. It is about communicating in a world where brand control is difficult, where messages take on different shapes in different channels, and the core element of getting it right is the idea itself.

Anthony covers the main points of consideration including the manifestations of innovation, partnerships, internal and external efficiencies, making the right choices and, most importantly activating a consumer to engage with your brand in the way you want.

Published in: Business, Technology

Digital Strategy & Innovation, Gaining Clarity - DNA09

  1. 1. 80
  2. 2. Focusing Your Digital Ideology Anthony Johnston
  3. 3. What is it you really want from your digital channel?
  4. 4. What is your ideology?
  5. 5. 1 MEDIA 2 ACTIVATION 3 INNOVATION 4 STRUCTURE
  6. 6. 1 MEDIA 85
  7. 7. Seen but not heard 86
  8. 8. Stop targeting & start attracting The Basic Laws of Attraction Listen – Add Value – Be Human – Engage – Be Respectful 87
  9. 9. Scalejacking 88
  10. 10. Take really good care of 100 people instead of harassing 2000
  11. 11. Igniting groups ...to activate 90
  12. 12. Understanding social media 91 91
  13. 13. Clarity of Strategy First Social Media Follows 92 92
  14. 14. Create frictionless content 93
  15. 15. Create frictionless content 94
  16. 16. Open-source targeting 95 95
  17. 17. Listening to everyone, Speaking to Everyone 96
  18. 18. 1 MEDIA 2 ACTIVATION
  19. 19. Activation is key 98
  20. 20. The process of buying 99
  21. 21. Focus on Retail 100 100
  22. 22. Focus on Retail 101 101
  23. 23. Focus on partnerships 102 102
  24. 24. 1 MEDIA 2 ACTIVATION 3 INNOVATION
  25. 25. Innovation doesn't have to come from invention. It can also come from reconfiguration. 104
  26. 26. Innovation is about ideas 105
  27. 27. We don’t ask consumers what they want. They don’t know. Instead we apply our brainpower to what they need, and will want, and make sure we’re there, ready.” Akiho Moria – Founder, Sony 106
  28. 28. Watch the horizon Manage for Replicate profitability business Test model business Seed model growth options Create viable Horizon 3 options Build emerging Horizon 2 businesses Extend and Horizon 1 defend core business
  29. 29. Want to buy a record store? 8 years ago Time Profit
  30. 30. Disruption in months $65M
in
loans
in
10
mths
 Micro
loans
in
emerging
economies
 The
big
guys
have
entered
the
game

  31. 31. What’s Next? 110
  32. 32. 1 MEDIA 2 ACTIVATION 3 INNOVATION 4 STRUCTURE
  33. 33. Focus on consumers, not systems
  34. 34. Cloud 113
  35. 35. Key Take-Outs
  36. 36. Create “Frictionless Content”  Focus on generating ideas that your consumers will absorb and spread – they are your media planners
  37. 37. Focus on activating  Understand and leverage each point of your path to purchase  Make the decision as easy as possible
  38. 38. Innovation is key  Focus on generating insight, into consumers, process and markets  Treat ideas like a creative product. View objectively.
  39. 39. Avoid structures of restraint  Change philosophy of ownership & IP  Forge alignments outside of your infrastructure
  40. 40. 119

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